Marketing Peer Group Hybrid Meeting 

Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. At a conceptual level, marketing agility refers to the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. In a time of great complexity and uncertainty, agile principles help reduce risk by iterating through “smaller bets.”

We are incredibly fortunate to have guest speaker, Andrea Fryrear, CEO and Co-Founder of AgileSherpas joining us in-person in Madison to share her thought leadership on successfully adopting and scaling agile methodologies to marketing departments. We encourage you to join us in-person for this unique opportunity to spend time with arguably the most important voice agile marketing today.

Adopting and applying agile methodology to marketing is different from how we see it applied by our IT partners. As reflected by the high level of interest in the business press, Agile Marketing is quickly becoming corporate jargon. Yet, as with other organizational fads there is a risk that firms will adopt the trappings of agile but not its essence thereby creating an illusory sense of progress.

What does it really mean to be an agile marketing organization? How do you adopt, adapt, and acclimate to the challenges facing modern marketers? And how do you drive the organizational change needed to make your efforts successful? We will also explore criteria to assess whether a particular marketing activity is likely to benefit from agile.

Implementing agile in marketing is not without its challenges. Marketing leaders need to think about ensuring brand consistency, scaling agile across the marketing ecosystem, managing data privacy concerns, and hiring marketing leaders. The technological infrastructure is also a critical factor to successfully applying agile from access to data, the tools to analyze it, as well as workflow tools to provide transparency to the status of work.

No matter the size of your company, vertical, or use case, if you're looking to adopt an agile approach—or want to improve what you have in place already—this event is for you.